The hospital system was facing a major change in the competitive market, regionally. We helped them build a strategy based on brand values relevant to the communities they serve.

Hospital De La Concepcion Rebranding, Advertising Campaign Development (Hispanic Market)

FOCUS
Building a brand that truly reflects the people, the area and the offerings that define Hospital de la Concepción, with authentic messages that can be sustained.

SITUATION
The hospital system was facing a major change in the competitive market, regionally. We helped them build a strategy based on brand values relevant to the communities they serve.

Hospital de la Concepción in San Germán, Puerto Rico, has a long and proud history of healing, operating nearly without interruption since 1511. A new facility, new capabilities and an increasingly complex and competitive regional healthcare market made it necessary to embrace marketing in a much more strategic way.

Hospital administration worked through a consultant who recommended Brandt Ronat + Company as one of three good choices. We were elected, based on our rapport with the hospital leaders, our focus on core strategy building values, our proven ability to nurture brand and our willingness to teach marketing strategic values to an internal marketing support team appointed by the CEO.

The effort involved beginning at ground zero to build a program that would be relevant to them and the communities they serve. For Brandt Ronat that meant starting at the diagnostic level, analyzing existing factors and needs, determining overall strategies, presenting tactics, setting goals in phases and helping them execute on a priority basis.

THE RESULTS
Two Brand Development Tracking Surveys revealed:
> Overwhelmingly POSITIVE RESPONSE OF 98% to ads for all groups (patients, visitors, medical staff, and support personnel)
> RESPONSE TO LANGUAGE in the ads is overwhelmingly positive through all groups (99% patients, 98% employees)
> 93% of those responding think we have done a good job REFLECTING THE IMAGE OF THE HOSPITAL, which was one our main goals
> GREAT RECALL RATE and very positive view of the LANGUAGE and IMAGERY used in the ads
> Employees that are very proud of the ADVERTISING THAT REFLECTS THEM

SUCCESSFUL INTRODUCTION of New Revenue Center
Cath Lab Launch MET AND EXCEEDED MONTHLY GOAL for scheduled procedures BY 180% IN ITS FIRST MONTH

Brandt Ronat + Company
Marketing | Advertising Agency ‘Communicate Better’